wells11_webreview - Chapter 11 Media Planning and Buying...

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252 Chapter 11 Media Planning and Buying WEB REVIEW QUESTIONS 1. Explain the differences between media planning and media buying. Media planning is a problem-solving process, devised jointly by the agency’s media department, the account and creative teams, and the marketer’s brand management group. Once the plan is formed, a media buying unit executes the plan. 2. Explain the power shift going on in the world of media planning. We’ve mentioned before the growth of media buying services, such as the media megashop Starcom MediaVest, as separate companies that specialize in media buying, This is a shift in the way the media industry is organized and is referred to as unbundling media services . Because these media companies can aggregate the buying function across many different clients, that enables them to negotiate better rates for their clients. Because these companies control the money, they have become a powerful force in the advertising industry leading to a tug-of-war over control of planning. Faced with competition from these independent media companies, many large agencies have set up or bought their own buying services to compete with the independents and go after outside business. 3. Explain the concept of exposure. Exposure is also known as impressions. In practice, media planners use gross impressions as a primary measure for total impressions. The rate of exposure is called frequency . Although the reach estimate is based on only a single exposure, frequency estimates the number of times the exposure is expected to happen. 4. How are gross impressions and gross rating points calculated? Gross impressions are the sum of the audiences of all the media vehicles used during a certain span of time. The summary figure is called “gross” because the planner has made no attempt to calculate how many different people were in the audience or whether the same person saw the ad several times. To get the sum of gross impressions, the media planner finds the audience figure for each vehicle used,
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This note was uploaded on 11/19/2011 for the course ECON 101 taught by Professor Smith during the Spring '11 term at AIB College of Business.

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wells11_webreview - Chapter 11 Media Planning and Buying...

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